Reflections on Community Building: Lessons from 2024 and What Lies Ahead

For me, 2024 was a deeply transformative year—a year marked by learning, unlearning, and a profound reflection on the true essence of what it means to build and sustain a community. It was a year where I transitioned from being solely a practitioner to embracing the roles of coach and mentor, helping others navigate the evolving landscape of community building. I co-founded Designing Communities with the amazing Grace Clapham to help companies across industries bring people together, build meaningful connections, and drive growth. It’s a privilege to collaborate with the incredible Grace —a true community-building powerhouse whose work has inspired me since the day we met 10 years ago.

This shift was far from easy. Teaching someone else to navigate a space I’ve spent years understanding revealed just how challenging it can be to articulate concepts that have become second nature to me. Taking the instincts and expertise I’ve developed through hands-on experience and translating them into clear, actionable guidance for others required a level of self-awareness and intentionality I hadn’t fully appreciated before.

What I came to realize is that while the practice of community building often feels intuitive, explaining the "why" and "how" behind the decisions I make demands a different kind of skill. It’s not just about sharing knowledge but breaking it down in a way that resonates, aligns with diverse perspectives, and is actionable for others. This experience pushed me to reassess and refine my approach, making me a better communicator and a more empathetic mentor.

Along the way, I found myself also grappling with a persistent challenge: the disconnect between how businesses perceive community and the depth required to cultivate it. While the buzz around community is growing, many are only scratching the surface.

Over the past year, we’ve worked with businesses and organisations that are intrigued by the concept of community but hesitant to fully commit. Many of them see the value in fostering connections and trust but struggle to move beyond traditional marketing metrics or the fear of losing control over their brand narrative. For others, community remained an emerging concept—a "nice-to-have" rather than a strategic necessity.

Many businesses that are in the nascent stages of exploring community building, eager but unsure where to start. They often look at successful examples from the West or from more mature markets in Asia, but they fail to realize that community is not a one-size-fits-all approach. However, they often overlooked the importance of cultural context. What works in Silicon Valley won’t necessarily resonate in Singapore, Jakarta, Japan or Dubai, where collectivism, trust-building, and long-term relationships are paramount. Businesses that take the time to understand these nuances are far more likely to create meaningful and sustainable communities.

In 2024, we spent a lot of time educating businesses on what community truly means—not just as a buzzword but as a strategy rooted in purpose and reciprocity. We’ve had to dispel? myths that communities are merely tools for brand loyalty or sales, emphasizing instead that they are spaces for co-creation, trust-building, and enduring engagement. Success requires businesses to listen deeply, engage local leaders, and adapt to the unique needs of their audiences.

One of the most striking observations from 2024 was the growing recognition that community is not just a marketing initiative; it’s an organizational shift. Businesses that successfully built thriving communities approached it as a strategic investment, allocating resources to infrastructure, dedicated teams, and robust processes. These organizations moved beyond vanity metrics like follower counts, prioritizing quality over quantity by fostering authentic, meaningful connections rather than superficial engagements.

More and more department heads are beginning to recognize the limitations of traditional and digital marketing. These approaches, while effective in some areas, are proving insufficient when it comes to improving customer retention and reducing acquisition costs. As a result, many are turning to community building as a powerful alternative. They see it as a sustainable, forward-thinking strategy that not only strengthens brand loyalty but also creates spaces for genuine engagement and long-term growth. Community is increasingly being viewed as the way forward—a vital pillar in addressing the evolving needs of businesses and their audiences.

However, the challenges were just as significant. Many businesses underestimated the time, resources, and dedication required to build a community. They faced issues like low member engagement, unclear value propositions, and difficulty in balancing brand objectives with member needs. These hurdles highlighted that community building is not a one-time effort but an iterative process requiring constant testing, refinement, and adaptability. And then there was the ever-present challenge of trust. In a digital world increasingly shaped by misinformation, privacy concerns, and data breaches, earning and maintaining trust within a community has become more critical—and more difficult—than ever. Trust isn’t built overnight; it requires consistency, transparency, and a willingness to listen and act on feedback.

For many businesses, the realization that there’s no universal blueprint for community building comes as a wake-up call. Success lies in deeply listening to the unique needs and preferences of local audiences, engaging community leaders who understand the nuances, and being willing to adapt. Building a community in Asia, for instance, might mean prioritizing smaller, more intimate groups that emphasize trust and long-term engagement, rather than aiming for rapid, large-scale growth.

Despite these hurdles, 2024 reinforced my belief in the transformative power of community. It’s not just about bringing people together; it’s about creating spaces where they feel they belong and their voices matter over things they care about. Community building isn’t about imposing a strategy—it’s about co-creating spaces that resonate with the people they’re designed for.

"In today’s world, your community isn’t just a nice-to-have; it’s a competitive advantage that can help you innovate faster, build loyalty deeper, and drive long-term success." — Brian Halligan, CEO of HubSpot

As we step into 2025, my hope is that more businesses in Asia will embrace community not as a fleeting trend but as a cornerstone of how they operate and grow. Designing Communities remains committed to helping them do just that—rooted in the understanding that every community is unique, and success lies in listening, adapting, and building with authenticity.

For insights from someone who has been at the forefront of this evolution, I highly recommend reading Grace Clapham’s article, "The Future of Community: Beyond the Buzzword in 2025," part of her "Worthy Musings To Thrive Beyond The Norm" series, where she reflects on two decades of community-building experience and shares her vision for the future of communities in 2025.

Her perspectives highlight not only the opportunities but also the complexities of creating impactful communities in a rapidly changing world. It’s a must-read for anyone looking to navigate this space with intention and depth.